Pengaruh Green Marketing Mix Terhadap Keputusan Pembelian Fore Coffee Di Kota Surakarta Dengan Consumers Green Attitude Sebagai Variabel Mediasi Pada Remaja Muslimah

Adriani, Hasna Avia and , Dr. Muzakar Isa, S.E., M.Si (2023) Pengaruh Green Marketing Mix Terhadap Keputusan Pembelian Fore Coffee Di Kota Surakarta Dengan Consumers Green Attitude Sebagai Variabel Mediasi Pada Remaja Muslimah. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of Green Marketing Mix on Purchase Decision on Fore Coffee products in Surakarta City with Consumer's Green Attitude as a Mediating Variable in Muslim Adolescents. This type of research uses descriptive research, in this study the aim is to find out the relationship between variables and an overview of the research. The strategy in this study uses quantitative techniques. The population in this study were all consumers who had purchased Fore Coffee products in Surakarta. Sampling technique with some consumers who have made purchasing decisions on Fore Coffee products with a total of 100 respondents according to predetermined criteria. This study uses primary data sources and collects data by distributing questionnaires via the Google form. This study uses the SmartPLS 3.0 data analysis method. The results of this study indicate that the Green product variable has a significant effect on Fore Coffee purchasing decisions in Surakarta City. Green Price, Green Promotion, Green Place have no significant effect on Fore Coffee Purchasing Decisions in Surakarta City. Green Product and Green Price have a significant effect on Consumer's Green Attitude. Green Promotion and Green Place have no significant effect on Consumer's Green Attitude. Green Product and Green Price have a significant effect on Fore Coffee Purchase Decisions in Surakarta City which are mediated by Consumer's Green Attitude. Green Promotion and Green Place have no significant effect on Fore Coffee Purchase Decisions in Surakarta City which are mediated by Consumer's Green Attitude.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Green Marketing Mix, Purchase Decisions, Consumer’s Green Attitude.
Subjects:	H Social Sciences > HD Management, Business and Labor > HD28 Management H Social Sciences > HD Management, Business and Labor > HD28 Management > HD281 Manajemen SDM
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	HASNA AVIA ADRIANI
Date Deposited:	20 Feb 2023 23:41
Last Modified:	21 Dec 2023 03:22
URI:	http://eprints.ums.ac.id/id/eprint/110345

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